Where the Growth Is

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■The Language of Publishinginclude specific instructions;for example, with brochures,it may show the direction offolds.Moire: An undesirable patternin printed images resultingwhen halftones and screentints are made with improperlyaligned screens.Monograph series: A groupof monographs, usually fromthe same publisher, eachof which has the series titleas well as an individual title.Monographs in a series generallyhave the same format andare often numbered.Monarch: The 7" × 10"-sizedpaper and accompanying envelopeoften used for personalstationery.MS: Manuscript, an author’swork as submitted for publication.■Linda Carlson writes for the Independentfrom Seattle, where she revels in obscureprinting terms when not promoting herown and others’ titles.Monograph: A publication onone topic.30 | IBPA Independent | February 2013
Negotiating Large Nonretail Sales:Part 1, Parameters for Profitsby Brian JudWhen you are in the middle of negotiatinga sale for a large quantity of books,and your prospect offers to write you acheck for a huge sum of money, shouldyou take it and get the order? Not unlessyou know whether that amount willmake the sale profitable for you. If youdo not, or if it will not, resist thetemptation. Even an enormous paymentcan lead to your losing money.A negotiated sale must be goodfor both sides if it is to set the stagefor a long-term relationship with recurringrevenue. Two things you can dobefore you enter a negotiation will prepareyou to come away with a mutuallyprofitable deal. What follows focuseson the first: Know your parameters for aprofitable order. The second, to be coverednext month, is: Have alternativesavailable. Both will help relieve pressureon you to accept a potentiallyunprofitable transaction.Data for BetterDiscussions✦ Determine your costs. Figureout the boundaries of an optimumorder for you in advance of any negotiations.That way, you will knowyour Best Negotiated Outcome(BNO) and what you can sacrificewhile still making a profit.Before you meet with your prospect,consult your printer to learn yourbook’s printing costs at a variety ofquantities. Also learn the cost of customizingyour books if you have to addthe customer’s logo to the cover and/or insert a page with its message. Findout how much time is needed to printand ship the various quantities onwhich you asked the printer to quote;although the buyer typicallypays the shipping charges,you should be able to provideestimates for specifiedprint runs.This preparation will serve you wellin two common circumstances. Yourprospect might say, “What is my priceand delivery date for 10,000 booksprinted with our logo on the cover?”You could then answer quicklyand correctly, and close the saleon the spot. Or your prospectmight say, “If you can deliver10,000 customized booksin four weeks for $3Visit the IBPA Website at www.ibpa-online.org | 31
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